Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Understanding the antecedents of service decisions: An integration of service promiscuity and customer citizenship behaviour Subject The topic of the resource Customer citizenship behaviour; Decision making process; Psychodynamics; Public house (pub) services; Service promiscuity Description An account of the resource Promiscuity being casual and unrestrained towards any kind of service, the purpose of this article is to contribute to service literature by investigating the influence of customer citizenship behaviour and service promiscuity in the decision-making process in the context of public house services. This paper empirically draws a historic sum-up on the roots of service promiscuity towards the decision-making process. A questionnaire was administered to 1,509 pub customers using retrospective experience sampling technique. The proposed hypotheses were tested using structural equation modelling. Results from this research yielded novel insights into the dual antecedents extending to customer decision making process through customer citizenship behaviour and service promiscuity. The findings have implications for the ongoing argumentation on the practicality of customer promiscuity, thereby broadening the theoretical understanding of 'why customers' decision-making process establishes such an efficacious effect in the service environment? Further, these new and interesting results enlighten the insights of consumer behaviour and more importantly contribute substantially to the existing knowledge of service marketing literature. The results provide managers with specific decision-making process variables and substantial service strategies. 2019 Inderscience Enterprises Ltd. Creator An entity primarily responsible for making the resource Godwin B.J.; Wright R. Source A related resource from which the described resource is derived International Journal of Services, Economics and Management, Vol-10, No. 1, pp. 34-54. Publisher An entity responsible for making the resource available Inderscience Publishers Date A point or period of time associated with an event in the lifecycle of the resource 2019-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1504/IJSEM.2019.098927" target="_blank" rel="noreferrer noopener">https://doi.org/10.1504/IJSEM.2019.098927</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85064255222&amp;doi=10.1504%2FIJSEM.2019.098927&amp;partnerID=40&amp;md5=34cc5ea0bb9965f1ca22b7421f0b9efe" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85064255222&amp;doi=10.1504%2fIJSEM.2019.098927&amp;partnerID=40&amp;md5=34cc5ea0bb9965f1ca22b7421f0b9efe</a> Rights Information about rights held in and over the resource All Open Access; Bronze Open Access Relation A related resource ISSN: 17530822 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Godwin B.J., Institute of Management, CHRIST (Deemed to Be University), Bangalore, India; Wright R., Post Graduate Department of Business Administration, Aloysius Institute of Management and Information Technology, St. Aloysius College (Autonomous), Mangalore, India